L’Oréal has inked a partnership with events venue Plenitude Arena, making the company the arena’s exclusive beauty partner. The agreement is for an initial two-year term, with the option to renew.
Plenitude Arena is Europe’s largest indoor arena (with a capacity of up to 45,000), located in Nanterre on the outskirts of Paris. It welcomes more than two million visitors each year. Previously called Paris La Défense Arena, the venue was renamed Plenitude Arena on July 1.
The collaboration will see L’Oréal and its portfolio of 40 brands showcased during major cultural and sporting events.
Plenitude Arena’s program includes Céline Dion’s residency during the 2026/2027 season, concerts by musicians Olivia Rodrigo, Muse, Gims and Ibrahim Maalouf, as well as sporting events such as the Rolex Paris Masters.
L’Oréal and its brands will launch activations and pop-ups customized to each type of event. They will also benefit from visibility across the venue’s indoor and outdoor digital screens.
The partnership will also mean L’Oréal will be able to invite employees and key partners to major music and sporting events.